Recognising their corporate identity required a new approach, calfordseaden commissioned Decoco to develop, create and launch a new visual identity. This exciting and creative identity has now been formally launched.

New visual direction for calfordseaden

An original concept developed for a new identity was recognised by calfordseaden’s Senior Partners as being too limited in its direction. Working with its Creative team, Decoco developed four initial concepts for a new visual identity. Whilst all different in their approach, these concepts ensured the continued integrity of the calfordseaden name, whilst offering a modern visual approach to their branding.

This new identity now rationalises calfordseaden’s core logo to one single vehicle, whereas previously it was supported by a secondary element. Whilst their core logo has now been rationalised, a more striking impact is now delivered.

The new calfordseaden icon represents a diverse professional service business that provides its clients a range of services across a variety of construction and property sectors.

Vibrant colour palette

This new visual identity is based on a vibrant supporting colour palette, making up the ‘icon’ element of calfordseaden’s new logo. Colour palettes are an essential part of keeping branding consistent. The primary and dominant colours of the calfordseaden logo are two shades of grey. Grey has a steadying effect on other colours within the logo, toning down the stronger and brighter colours and illuminating the softer colours. The more vibrant colours from the icon are also used as primary colours of the brand, for example on brochure covers and other material, where the grey may be too dark. The softer tones of colour from the icon are used as the secondary colour palette.

Whilst the typography for the core calfordseaden logo is bespoke, a house style has been implemented. It is important for clarity and to complement the brand that a consistent style is used throughout printed and online material.

Through the roll out programme various elements of branding collateral have been produced, including office signage, email signatures, branded promotional items, report templates, business cards & stationery, desktop wallpapers, screensaver and personal protective equipment. A major aspect of this roll out programme has been the development and launch of a new website and Intranet for calfordseaden.

The new visual identity is more adaptable and deployable across the various uses for branding today. For example, calfordseaden’s social media platforms (LinkedIn and Twitter) now include the ‘icon’ element as their profile image and have branded headers.

Decoco have also assisted calfordseaden to develop their initial brand guidelines for their new visual identity. These guidelines lay down the foundation for ensuring brand consistency through the effective and correct use of their new visual identity. Written to inform, whilst not overly dictating, these guidelines will assist calfordseaden in the effective management and deployment of their new visual identity.

Paul Miller, Managing Partner, commented “Our core identity has remained the same since our inception, but the challenge is to always be the trusted provider of a high quality and professional service. The value of this promise is based on the strength of our brand, and adopting a new corporate identity plays an important part in the process of evolving and diversifying our business.”

The overall aim of this commission was to develop the calfordseaden brand name and its equity into a key asset and strength for calfordseaden, providing value for its Partners, staff and clients. Paul Miller commented “The opportunity is taken to acknowledge the contributions from all those involved in developing our new identity. It has been a tremendous effort requiring a lot of hard work. The individuals involved both from Decoco Limited and internally, clearly share the vision of the Partners and have been able to translate this into an extremely important tool for the business”.

The roll out programme of calfordseaden’s new visual identity has commenced and will continue over the short term. Additionally, calfordseaden are exhibiting at the 2015 Chartered Institute of Housing South East’s Annual Conference and Exhibition in Brighton. A vibrant, new stand presence is currently being designed by Decoco’s Creative Team and will be unveiled in March 2015.

Please get in touch to discuss how Decoco can assist you with your corporate identity and other aspects of marketing and communications. We’d love to hear from you.